Keep your audience coming back!

It’s all well and good throwing money into the paid media side of marketing to get immediate results, but if this is the only digital marketing tactic, or at least the one you’re pursuing most is this realistically a sustainable strategy to market your business? While you’re there throwing money into your paid media, your competitors are building useful content t convert more customers, building not only their brand’s industry authority but also building the user’s trust. Who is the customer going to think of in your industry before they even begin research companies? Probably your competitor…

The thing to remember about content marketing is, as soon as you realise you need it it doesn’t just happen and its results aren’t immediate. It’s a tactic that takes time and requires effort so if you haven’t already you should start building out your strategy now.

To be able to convert more users through your site, you need to first get them back to your site, so here are three tips to bring them back with content marketing.

Email marketing automation

Marketing automation sounds high-tech and complicated but it really isn’t and many mainstream email marketing software providers offer customers an easy-to-use platform to sculpt each of your user journeys.

According to Ascend2, 54% of marketers say increasing engagement rate is their top email marketing priority – this is exactly how email marketing automation can help you. Sending the user automated, relevant content through email once they’ve download a guide from your site, can help you personalise their content journey, increasing engagement rate and helping bring them straight back to the site to interact with more of your content!

Ask your audience what they want

When a user fills in your form to access your content, why not ask them a relevant question? Asking what kind of content they enjoy reading, or which aspect of your industry they could do with some more information on can be a valuable way of retaining useful information.

Record the answers to these form fields and if there’s an aspect of your industry or your company that keeps cropping up, perhaps it’s time to create a piece of content around this issue? Be sure to email your new piece of content to your database so they know their feedback matters to your business.

Reward your loyal readers

Off the back of my point above, it’s also important to reward your loyal readers. Depending whether you’re in the products or service industry, you can reward those who’ve shown interest in a few downloadable content pieces a discount code perhaps or a demo of your product – or even a free half-hour consultation. Again, ensuring the offer is highly relevant to your audience is key to making this a worthwhile freebie and one which they’re likely to take you up on.

About the Author:

A passionate content marketer Helen specialises in helping small businesses create impactful content and social media strategies that will engage their target audience. Visit HelenJ Marketing for more information.

Kelly is PeoplePerHour marketing expert. She has a wealth of experience in digital and social media marketing. As a freelancer, she has been committed in helping small businesses grow by offering them agile and result-driven marketing services.